Dove flips influencer marketing by putting followers front and centre

Dove Hair Care is changing the usual influencer marketing formula in Australia, paying creators to amplify reviews from their own audiences instead of delivering paid testimonials themselves. The social-first ‘Real Reviews’ campaign was led by Unilever’s media agency Mindshare.

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The campaign centres on the Dove Hair Intensive Repair +Ceramide Treatment Mask and draws on Dove’s global Real Reviews platform, which won six Cannes Lions in 2026. In Australia, audience reviews can be positive or negative and will be turned into content across social, podcast and video channels.

How Real Reviews changes the creator model

Rather than asking influencers to endorse the product themselves, Dove is using their platforms to put customer experiences in front of wider audiences. The campaign is led by NOVA Entertainment podcast duo Two Broke Chicks, alongside a broader group of creators and influencers.

Audiences are being invited to share their experiences with the product through social channels. Those reviews will then appear across creator content, paid social, podcast integrations and video assets.

Incara McGowan, head of beauty and wellbeing marketing at Unilever Australia, said the approach builds on Dove’s focus on real customer experiences.

“For decades, Dove has championed real stories and real experiences. Real Reviews is a natural evolution of that philosophy, giving Australian women the opportunity to share honest feedback and helping others make informed decisions based on experiences from people they trust.”

Turning followers into the campaign voice

Dove said research informing the strategy found many women struggle to know who to trust when seeking beauty and haircare advice online. Recommendations and reviews from communities remained influential in purchase decisions.

Oliver Poiner, connections planning associate director at Mindshare, said the campaign shifts attention away from creators themselves and towards their communities.

“Creators have built strong relationships with their audiences because they are seen as relatable and trustworthy. Real Reviews taps into that dynamic by putting the community front and centre, turning authentic customer experiences into content that people can genuinely believe.”

Content produced through the Australian campaign will be repurposed across paid social, podcast and video channels. The approach also supports Dove Hair Care’s broader push to build its position in the damage repair category through product credentials and customer advocacy.